This report provides the results for the Haircare market in Brazil from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized sector. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Haircare market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumption frequency analysis reveals that use of Hair Colorants is relatively low among younger consumers in Brazil, with Mid-Lifers and Older Consumers accounting for large shares of the market. This shows that Hair Colorants are still used primarily to hide graying hair, rather than providing younger consumers with a range of stylistic choices.

Shampoo consumption is considerably higher among women than men in Brazil, with over half of men consuming Shampoo at a Heavy frequency compared to only 29% of women. Instead, Medium frequency consumption is most common among women, highlighting a key consumer group for suppliers to target with strategies to increase consumption frequency.

Consumer segmentation based on gender reveals that the female population in Brazil has a greater share of the Haircare market, accounting for 56% of the market by value despite accounting for 51% of the population.

Key Highlights

Consumption frequency analysis reveals that private label penetration in Haircare products in Brazil is highest for Perms & Relaxers, exceeding6%, while penetration remains at less than 3% in other Haircare categories. One reason for this is the relatively fragmented character of the Brazilian retail market, with private labels traditionally stronger in mature, concentrated retail markets.

Value analysis of the market reveals that the top four Haircare product categories – Styling Agents, Conditioners, Hair Colorants and Shampoo –have similar market shares in value terms. Perms & Relaxers is the lowest selling segment.

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